How a fresh strategy and creative approach helped the Royal Mint increase sales of its flagship product

This case study demonstrates how a new perspective and advertising approach was developed for gold sovereigns, the Royal Mint's major retail product.
Agency: The Petersen PartnershipAuthor: Not credited
 

Area Awards 1997 WINNER: DIRECT RESPONSE CAMPAIGN

How a Fresh Strategy and Creative Approach Helped the Royal Mint Increase Sales of Its Flagship Product

Introduction

The Royal Mint has been striking Gold Sovereigns since 1489. The current design was formulated in 1817, subsequently achieving international status and becoming synonymous with wealth and reliability through the accuracy of its gold content.

Sovereigns have ceased to be used as circulating coins but continue to be minted in limited quantities each year.

The combination of their aesthetic appearance and intrinsic value makes...

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